Feed your Mind! Nestlè aT EXPO MILANO 2015

An interactive and exciting exhibition with a high technical content all about issues concerning nutrition in the Swiss Pavilion at Milan's Expo 2015.

THE OBJECTIVE

To translate the complex cultural theme of nutrition into an educational and emotional experience that involves and informs visitors, raising awareness of the links between nutrition and the mind, body,  senses and emotions.

THE TEAM

Client and project management:
Mauro Martelli, Federico Ronco
Production:
MAURO MARTELLI, FEDERICO RONCO, DONATELLA PICCARDO, SABRINA DAINESE
Copywriting:
CHIARA SERONELLI

THE IDEA AND ITS DEVLOPMENT

The exhibition comprised four thematic areas forming a setting for a dialogue between form and content. Each theme is matched by a particular method of interaction that reflects the concept. In the section Growth and development in the first 1,000 days of life, the development of the senses and the brain is revealed by a monitor running along a timeline in a sort of augmented reality in movement.  In the section The role of the senses and emotions in nutrition, visitors find out how the senses shape their food choices, dialoguing through the eyes only, with an eyetracking system. In Health and food the manipulation on the touchtable of cubes corresponding to different values explains how food and lifestyle have an effect on the brain. Hunger and feeling full describes the cerebral and sensorial mechanisms underpinning these perceptions

STAGING

The creative concept was inspired by the idea of connection, interpreted by sets based on a theme of interwoven branches, also evoking the image of a nest, Nestlé’s distinctive logo. Room after room, visitors were immersed in the “whys” of food and its correlation with ourselves, the human mind, our emotions  and knowledge.

THE INSTALLATIONS

All the installations were designed to present easy-to-use interactive interfaces and to speak an immediate, exciting language that could interest and involve all types of visitor at Expo. The technology was mediated by an analogue relationship with users, translating their material gestures into complex digital responses.

COMPUTER GRAPHICS IN REAL TIME

As well as traditional audiovisual productions, there was a great emphasis on real-time computer graphics – a number of videos produced in real time, within the installation software, reacting to the users’ choices and actions with content and graphic elements that were different every time.

Press

  • EuBea, Next Group premiata per Coca-Cola HBC Italia e Nestlé - Download PDF
  • Next Group premiata al Best Event Award - Download PDF
  • Nestlé a Expo con la mostra Feed your Mind! - Download PDF
  • Successo per The Next Event a Expo Milano 2015 con Feed your Mind! - Download PDF
  • 'Feed your Mind!', la mostra interattiva di Nestlé al Padiglione svizzero è firmata The Next Event - Download PDF